基于国潮背景下新中式茶饮的品牌原型应用研究——以霸王茶姬为例

Research on the Application of Brand Archetypes in New Chinese-Style Tea Beverages within the Guochao Trend—A Case Study of CHAGEE

摘要: 在当今国潮兴起的时代背景下，新中式茶饮市场蓬勃发展，众多品牌竞相角逐，品牌形象和价值的塑造成为在竞争中脱颖而出的关键。本文以霸王茶姬为例对品牌原型进行深入分析，解析创造者原型与回归故乡原型在霸王茶姬品牌塑造中的具体应用与价值，旨在为其他新中式茶饮品牌提供有益借鉴。研究表明，精准选择与恰当运用品牌原型，对于新中式茶饮品牌在激烈的市场竞争中脱颖而出具有重要意义。

Abstract: Amid the thriving Guochao trend, the New Chinese-style tea drink market is flourishing with intense competition. Crafting distinctive brand image and value has become pivotal for differentiation. This paper examines CHAGEE as a case study to analyze brand archetypes, specifically exploring the application and value of the Creator archetype and Return to the Homeland archetype in its branding, aiming to provide useful references for other new Chinese-style tea drink brands. The findings demonstrate that precise selection and strategic implementation of brand archetypes are critical for New Chinese-style tea drink brands to stand out in competitive markets.